With bloggers and YouTubers discovering the benefits of creating their own digital brand, FanBread aims to help turn their influence into income. By providing branded websites filled with shareable content, it offers a hassle-free way to emulate the digital publishing success of mainstream celebs.

According to influencer marketing firm Klear, the number of Instagram posts tagged with #ad doubled between 2016 and 2017. It's a sign that brands are investing more in influencer-led strategies, recognising how an endorsement from a social media star can make them seem more relatable.

Make-up vloggers have established themselves in the beauty industry as trustworthy sources of information on the right products and techniques to achieve specific looks. Col-Lab taps into the power of these influencers, working with eight of them to develop a line of high-quality cosmetics.

Celebrity endorsements are old hat, but digitisation has bred a discerning consumer that demands transparency, leaving these partnerships feeling inauthentic. Instead – as seen in Nike and FKA Twigs’ ‘Do You Believe in More?’ – brands and celebrities are ‘collaborating’.